Amul, set up in 1950 in Anand, Gujrat of India is the world's largest milk cooperative company. This is owned by 3.6million milk producers and produces 4-5 million litres of milk per day and has led to 'White revolution' in India. Today India is the largest milk producer in the world. The credit all goes to Dr. Vergese Karien, the founder of Amul. Besides milk, several dairy products are produced and marketed by Amul.

Amul has a three- tier model, where milk is collected at Village level by cooperative societies, which, in turn, are affiliated to district unions, which process it. These unions form a federation at state level which market milk and milk products.

Prior to Amul, the milk producers of Gujrat were in a sorrow state of affairs due to perishable nature of the product and non availability of an accessible market. But nowadays, Gujrat is one of the leading states of India.

Amul has brought social awareness in the society also. It's ads are always based on contemporary issues and the issues are always addressed with the words 'utterly butterly' , spoken by a young girl. These are capable of communicating with masses.

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